HAIER UK & IRELAND: DIEGO PERRONE THE ERT INTERVIEW
‘Our goal is to create experiences, not just sell products’
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Diego Perrone took the reins as Haier UK and Ireland’s MD in September 2024. Here, he sits down with Will McGill to chat about how he’s finding the new gig and his plans for the year ahead.
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aier is celebrating its 40th anniversary this year, marking an extraordinary journey from its origins as a small refrigerator factory in China to a global leader in smart home solutions. Founded in 1984, the company initially produced electric refrigerators and gradually expanded its portfolio to include a wide range of household appliances. Today, Haier’s focus on innovation and sustainability has propelled it into one of the world’s leading appliance brands. With Diego Perrone now at the helm of the UK and Ireland business, joining as Managing Director back in September, the brand is looking to further solidify its position in the smart home market. “I’ve been warmly welcomed by the team
here in the UK,” Mr Perrone shares. “My first priority has been to immerse myself in Haier’s culture, connect with my team, and gain a deep understanding of the local operations. I must commend my predecessors for assembling such a great group for me to inherit, as it’s been a very smooth transition.” On a personal note, Mr Perrone is balancing his new role with family logistics, preparing to relocate fully to the UK in the coming months… “I have three young children so we’re adjusting to their schooling and planning the move carefully,” he explains. “From January, I’ll be 100 per cent based here, which will allow me to fully immerse myself in the role.”
Ambitions for year one Mr Perrone’s vision for Haier UK is clear: to become the first choice for smart home solutions. He emphasises that this objective underpins all activities planned for his inaugural year. “The focus is to bring innovative products to life that truly address consumer needs,” he explains. “At Haier, the consumer is at the heart of everything we do. Our aim is not only to develop cutting-edge smart appliances but also to ensure that we execute the launch and marketing strategies effectively. It’s about delivering innovation and connecting with consumers in meaningful ways.” One major project in the pipeline is the launch of Haier’s new built-in and integrated product series. Mr Perrone highlights the Oven Series 6 as a key focus, describing it as a game- changer in the cooking category. “The Oven Series 6 with Bionicook uses visual sensing technology to detect the type of food placed inside;
this allows users to cook with confidence and precision,” Mr Perrone says. “It’s a significant step for us in the built-in segment, where we’re determined to strengthen our position.” Mr Perrone says he is acutely aware of the
difficulty of the current retail landscape, with changing shifts in consumer spending habits, but he also sees opportunities for innovation. “Post-Covid, we’ve seen consumers pivot
towards experiential purchases, which has resulted in a shrinking share for traditional one- off goods. In fact, 2024 marked the lowest industry volumes in 16 years, according to AMDEA data,” he notes.
Haier ID SERIE 6 COOKTOP
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